One Marketing Secret from Norton & Coca-Cola That Will Actually Work For You

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Copyright (c) 2013 Painter Marketing Solutions

Allow me to be brutally honest with you…

There's not much that companies like Coca-Cola, AOL, Microsoft and McDonalds do in their marketing departments that will work for you, the independent painting contractor.

Not because you're less of anything important. Rather, simply because your budget is miniscule compared to theirs. And, that is how should be since you don't have a global market to penetrate.

Yet, when many small businesses create marketing materials and strategies, they look at these giants for ideas. Many painters try to create memorable slogans, cute logos and graphics that are super-cool looking.

Heavy disappointment sets in when the tremendous expectations along with the investment of all of the time and money doesn't even begin to pay off. Don't get me wrong here, the marketing those companies do works very well for them. You need to understand that they are primarily building and protecting a brand over directly driving sales. It works because of their market, their product and their BILLION dollar budgets.

Behind all of the glamour in their marketing departments is a strategy that works very well in the painting industry. In fact, I'll bet you've seen it in action firsthand more than once already this month.

The best strategy you can borrow from the behemoths is called integration marketing. Integration marketing is integrating with a process that outside entities use when selling something to your target market when they are highly likely to need painting services.

Let me give you an example I'm sure you'll relate to if you've bought a new computer in the past 5 years.

Remember back to when you opened the box of your shiny new computer. If you're anything like me, this is usually an exciting time. Even if the "new" computer is just a few months newer than your "old" computer, it's an electric time; faster speeds, more RAM, better graphics, etc.

After you unpack the box, get all of the cords and pieces connected you can finally turn on your new toy.

The first time you look at your computer desktop, you witness integration marketing at work. Most of the icons on your desktop are not needed for the computer to function properly and are from third-party companies.

You have an antivirus software, internet service provider, online music company and a few other software companies offering you free trials of their products.

Obviously not everybody uses these free trials. But a significant percentage of new computer users will end up using at least one of the software programs pre-installed on their new systems.

AOL was one of the early pioneers of this strategy. Norton Antivirus is probably one of the most prominent. They - smartly - recognized that with the proliferation of hackers people will need an easy to use antivirus program when they buy a new computer. If they're not loyal or partial to a particular brand, they are likely to take the trial.

And the same is true of Coca-Cola and McDonalds. If you go to McDonalds, guess what you're drinking? A Coca-Cola product, baby! Not Pepsi or Dr Pepper! Notice there aren't any "Coke Stores" around? Coca-Cola has mastered the art of integration marketing. They realize that salty and greasy food will make people thirsty and their product should be integrated with the French fries and hamburgers to create a full meal.

Hopefully you're beginning to see the power of integration marketing. If you are, you're certainly wondering how to do this in your painting business. And that, my friend, is what I'll dedicate the rest of this article to.

Ask yourself this strategic question: "what businesses in my market are selling a product or service to local residents that will prompt or expose the need for painting related services?"

Here are a few examples: Fire & Flood Restoration Companies Movers Realtors Remodeling Contractors Carpet Cleaners Roofers Gutter Contractors Hardwood and Tile Flooring Contractors etc, etc, etc…. Now, I realize this industry is well aware that forming alliances with companies in these industries is fruitful. But, integration marketing takes that proven principle to the next level. Rather than taking them a bag of candy and a stack of brochures, you should integrate with a fundamental process these businesses must go through to complete their jobs.

Take the fire and flood restoration company for example. Fortunately, I've never had a home flood or damaged by fire. However, having worked with them for our integration marketing program, I know their process includes an assessment of damage before the restoration work begins.

After the damage is assessed, the restoration company provides the homeowner with an estimate and plan for the job. Usually this includes advising the homeowner that they'll need painting and other finishing work to complete the job.

If you have an alliance with this company, you might get a referral. But that's it. If you've integrated with this company, the conversation with the homeowner will go something like this: "Well, Susie and John, we're sorry this happened to your home. But, we're confident we'll be able to fix the damage and restore your home so it's just like new. You're going to need to paint the walls, ceilings, and doors after we've replaced the sheet rock and carpet. We've arranged VIP treatment for you with XYZ Painting (You). Based on the damaged rooms I see you'll need to paint, I recommend you consult with them sooner rather than later. I've marked that on this request for consultation. Take this down to them, they're located right next to Bill's Barbeque on Main Street. They'll sit down with you and coordinate their service with ours to reduce the inconvenience as much as possible."

See the difference? Much more powerful. You've integrated with a process the company must go through to get going on their job.

You can even go as far as to make arrangements with those you integrate with so that they are collecting payments from their clients and you just bill them for the job. This gives them the opportunity to mark-up the painting portion and create an additional profit center.

You'll need to consider what incentive to offer those you integrate with. Computer manufacturers are making good profit from those who put icons on the desktop of new computers. McDonald's profits from every Coca-Cola product sold through their restaurants.

The best way to do this is determine what your cost per new customer acquisition is through other marketing channels. If you are okay with paying $100 for a new tenant through Yellow Pages advertising, you should be perfectly okay with giving those you integrate with $100 for a new tenant through their integration. Although most would probably be happy with $50.

There are a few minor details to think through with every integration. However, if you consider the fact that these relationships can be worth dozens of new customers every month, this extra mental exercise is very worthwhile.

While I don't recommend painting contractors mimic much that the Fortune 500's do, I hope you grasp the power of integration marketing and use it as a reliable and inexpensive source of new tenants for years to come.

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